Bread brands face off in slogan showdown

Two casual eatery chains known for their baked goods are in the midst of a legal battle over marketing language.

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In the battle of the bread brands; may the best grain win.

Great Harvest Bread Co. is suing Panera Bread for using a slogan that sounds a little too familiar.

In June 2015, Panera launched the slogan “Food as it should be.” It’s positive, pithy and speaks to a growing desire among consumers for whole, organic foods. There’s just one nagging problem with it.

About eight months prior, Great Harvest debuted its slogan, “Bread. The way it ought to be.”

Marketing pros weigh in: Do those slogans sound too similar?

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